Google announced that mobile search volume has finally overtaken desktop search, not only in the U.S., but in 10 countries including Canada, the United States and Japan. And Comscore research indicates that 78 % of local-mobile searches resulted in an offline purchase (usually in a few hours).
Watch this webinar and learn how:
1. This shift to mobile has had a huge impact on local search results for multi-location business in retail, banking and service industries.
2. Optimized mobile experiences including mobile pages, listings, offers and store finders are proving to deliver the cheapest search traffic; often 90% less the SEM.
3. Managing and measuring mobile local search traffic will prove to be your lowest cost of search traffic and customer acquisition.
Forrester Research: Challenge Thinking. Lead Change. #LSS2016
Webinar- Mobile: The Untapped Gold Mine For Lowest Cost Search Traffic
1.
2. @rio_seo / #localseo
TODAY’S PRESENTERS
Warren Raisch
Chief Customer Officer at Rio SEO
A business and thought leader with a vast experience working as a senior
executive with leading High Tech companies including Apple, 3Com, HP and
Adobe divisions as well as digital agencies including Digitas. Warren is also a
McGraw-Hill published author in the Online Marketing space and a frequent
keynote speaker at leading industry events. He has established global
operations across more than 190 countries and has worked with some of the
largest brands in the world developing and executing their digital strategies.
Jodie L Roberts
Digital Marketing Manager at Fred Meyer Jewelers
Jodie Roberts is the Digital Marketing Manager at Fred Meyer Jewelers. She is
responsible for leading the strategic direction of the Digital Marketing team and
ensuring successful execution in a range of channels including Email, Social Media, PPC,
SEO, Affiliate and Display Advertising.
Jodie recently moved to Portland OR from the UK, where she worked as a Mobile
Experience Analyst for American Express and gained a wealth of experience in
developing, testing and launching a range of mobile services for B2B and B2C
audiences. When not at work, she can be found exploring Oregon with her husband and
dog or dining at one of Portland’s many fantastic restaurants.
3. @rio_seo / #localseo
YOU WILL LEARN HOW
This shift to mobile has had a huge impact on local search results for
multi-location business in retail, banking and service industries.
Optimized mobile experiences including mobile pages, listings, offers
and store finders are proving to deliver the cheapest search traffic;
often 90% less the SEM.
Managing and measuring mobile local search traffic will prove to be
your lowest cost of search traffic and customer acquisition.
How to implement local mobile at scale for your multi-location business
5. @rio_seo / #localseo
MOBILE OVERTAKES DESKTOP
Mobile has overtaken desktop search for
local search query volume
50% of all mobile searches have local
intent
78% result in an offline purchase
Effective mobile search optimization = Accurate, complete business information
10. @rio_seo / #localseo
4 TIPS TO UNLOCK THE UNTAPPED
LOW COST TRAFFIC GOLDMINE
1. Create a mobile user experience
2. Ensure your business is listed on search
engines and directories
3. Monitor customer sentiment
4. Boost engagement with enhanced content
and conversion elements
11. @rio_seo / #localseo
1. CREATE AN EXPERIENCE MOBILE USERS EXPECT
Responsive design for seamless experience
Mobile m. website for mobile content
Proper meta tags to tell search engines
about separate mobile pages
Embedded media capabilities on mobile
Local search optimized store finder
12. @rio_seo / #localseo
1.1 How To Test If You’re Mobile Ready?
Google Mobile-Friendly Test
www.google.com/webmasters/tools/mobile-
friendly/
Check Google Search Console (formally
Webmaster Tools)
Measure mobile analytics
Test your site on your phone
13. @rio_seo / #localseo
2. ENSURE YOUR BUSINESS IS LISTED ON DIRECTORIES
Local Citations – Over 50% of
business search for business hours,
directions and local addresses
Industry Citations – Local
companies with a national
footprint should look for industry-
specific citations
Niche Citations – get brand
mentions and co-citations on social
outlets and the trade organization
websites that their target market
members belong to
Recent Reports:
Big 3 Account for 96.3% of
US Search Traffic
http://rioseo.co/SearchEngineStats
(searchengineland.com)
14. @rio_seo / #localseo
2.1 OPTIMIZING YOUR LOCAL DATA
Name can include geo-modifier or service
Consistent address, local phone number
across directories
Local business hours and specialty hours
Local descriptions to include services offered
(i.e. fine jewelry, watches & accessories...)
Brand logo, storefront and product images
Social media links and additional local info
15. @rio_seo / #localseo
3. MONITOR YOUR CUSTOMER SENTIMENT
90% of consumers say their buying
decisions are influenced by online reviews
Measure review sites that matter most for
your business
Be active on responding to reviews and
comments on various channels
Facebook comments engagement
16. @rio_seo / #localseo
4. BOOST ENGAGEMENT WITH APPS & INTEGRATIONS
People are spending an average of 30
hours per month engaging with their apps
Drive app downloads from local landing
pages to gain insight into rich user data
Integrate additional elements for mobile
users like Wallet (formally Passbook) or
Google Wallet options for
coupons/promotions
Facebook page feed
Passbook example
17. @rio_seo / #localseo
4.1 MEASURE CROSS-CHANNEL FOR LOCAL ROI
Measuring analytics from local landing pages
on desktop and mobile
Monitor user click and search activities for
granular insight into mobile behavior
Integrate local promotions, coupons or
downloads to drive conversions
Measure conversions from online to offline
with unique promo codes
18. @rio_seo / #localseo
LOCAL SEARCH INSIGHTS
Mobile search traffic is attributing over 65% of all traffic to clients with
local landing pages
A recent client study showed that companies are attracting qualified
traffic at less than $0.10 per click from organic search using local SEO
Less than 10% of retailers have optimized their mobile finders for best
user experience and search visibility
Less than 11% of mobile ads in Bing are mobile optimized
Optimizing mobile pages for both search and user experience gives you
the best chance of garnering very low cost mobile search traffic.
21. @rio_seo / #localseo
WHAT’S NEXT?
As the proliferation of beacons, wearables and other smart devices
continues to grow, the importance of the ‘mobile moments’ mindset
becomes increasingly important.
23. @rio_seo / #localseo
START WITH A LOCAL AUDIT
Scan for business listings on search engines
and directories
Check your local rankings for each market
you are present
Test your website to see if it is currently
“mobile-friendly”
Measure your reviews and ratings for
customer sentiment
Assess your web analytics for insights into
mobile vs. desktop traffic and conversions
24. @rio_seo / #localseo
IDENTIFY KEYWORD STRATEGY
Analyze keywords with high query volumes
to inject in content and listings
Hyperlocalize content for each location for
increased user experience
Measure ranking over time for non-branded
terms to continue keyword strategies
25. @rio_seo / #localseo
LAUNCH YOUR LOCAL MARKETING
Utilize a scalable local CMS that can meet
your business needs and objectives
Have flexibility to collect unlimited local data
around each business including media, social
profiles, and more
Allow seamless integration between current
internal platforms for business data
management
Have ability to create and manage your store
finder and local landing pages
26. @rio_seo / #localseo
DRIVE ROI WITH LOCAL REPORTING
Analyze keywords with high query volumes
to inject in content and listings
Hyperlocalize content for each location for
increased user experience
Measure ranking over time for non-branded
terms to continue keyword strategies
27. @rio_seo / #localseo
TAKEAWAYS
It’s imperative to know how your brand stands today in terms of mobile
experience and local search visibility
Being effective in mobile takes an umbrella approach across SEO,
directory listing consistency, user experience, and reputation
management
Brands can go beyond SEO with integration to cross-channel initiatives
like loyalty programs, social feeds, and app downloads
Multi-location brands need technology to scale efforts and take
ownership of their local search success
28. @rio_seo / #localseo
THANKS FOR JOINING!
For News, Case Studies and Press visit Rio SEO online at
www.RioSEO.com / 858.529.5005 / @rio_seo / #localseo
Accurate, complete business information = (NAP, store hours, map listing and directions, in-stock inventory, customer reviews, localized promotions/coupons and more).
FMJ data: 12,208.89% YoY mobile traffic - in 2015 mobile traffic is 67% of overall site traffic up from 12% in 2014.
FMJ QUESTION: How important was mobile when you were thinking about tackling local search?
Jodie’s answer:
Mobile is a crucial part of local search.
When customers are looking for a particular store on their mobile it’s likely that they’re in the area and looking to make a purchase.
Implementing mobile responsive local search pages was just one way for us to better serve those customers and give them a better experience.
You definitely don’t want to miss out on mobile-local customers because, as previously mentioned, they tend have a greater intention to make a purchase.
WARREN TO NOTE? At our customer summit in May this year - Bing shared that 70% of conversions happen within 5 hours of a Bing mobile search
FMJ QUESTION: are you observing similar trends on your mobile pages?
Jodie’s answer:
For mobile specifically, we’ve seen double the growth in our navigation actions like “view location”, “search for location” and “view map” on our local search pages, which would be our I-Want-To-Go moments.
And we’re also observing growth in our I-Want-To-Buy moments with a 124% increase in revenue coming from mobile devices.
Proper canonical linking – meta tags
Embedded media capabilities – make sure videos can play
FMJ QUESTION: how important is mobile as part of your overall digital strategy?
Jodie’s Answer:
We’re definitely moving towards a mobile-first approach at Fred Meyer Jewelers. Last year we saw a huge increase in our mobile traffic, especially in Quarter 4, and now our mobile traffic pretty much equals our desktop traffic.
This trend can also be observed on our local search pages where we’ve seen a 55% increase in the amount of traffic coming from a mobile device.
I’m sure most of you are aware that Google recently released their “Mobilegeddon” algorithm update that penalizing sites that don’t have a mobile friendly version.
All of this means that it’s no longer possible for us not to optimize our experiences for mobile.
would be a very costly mistake.
FM: Before working with Rio SEO what were your experiences updating your listings for such a large brand?
Jodie’s answer:
It was a nightmare!
We’re part of the Kroger network of stores so getting even simple changes made to our store listings was a very bureaucratic process.
Now that we have Rio, we can easily update the listings ourselves within a simple interface and the changes are instantaneous
FMJ QUESTION: How do you respond to comments/reviews and social engagement?
Jodie’s answer:
We actively monitor our social channels and make sure we respond to our customer comments on a daily basis.
We’re just a small team so we can’t always respond to our reviews as quickly but we definitely see the value in it.
It’s important, not just for reputation management, but also to develop relationship with your customers. If someone writes a positive review then it’s great if you can send a reply back saying “hey, thanks for the review. we’re pleased you enjoyed your experience” as it shows the customer you care about their opinion.
Similarly, if someone writes a bad review, you want to show that you’re doing all you can to make it right for them or they won’t be coming back ever again.
FMJ QUESTION: How do you respond to comments/reviews and social engagement?
NOTE - With a wedding segment, some additional niche sites are also incredibly effective at creating opportunities for feedback and engagement and are important to monitor for mentions.
FMJ also does well on Pinterest with a follower rate of return on each pin of: 1 pin to 1.38 followers.
FMJ QUESTION: are you observing success in conversion events on mobile pages?
Jodie’s answer:
We are, we’ve already seen a 49% increase in on-page conversions but what we’re really interested in measuring is the in-store conversion rate since we know that people who make mobile-local searches are highly likely to purchase in-store.
We’re currently working on a promotion where we’ll offer a unique promo code to customers visiting our local search pages for them to use in-store. We’ll then cross reference the number of redemptions against the amount of traffic we get to the pages while the offer is live.
That should help give us an idea of the in-store conversion rate of our local search pages.
WARREN TO NOTE? while on-page is important, make sure that all media buys contain ads that are mobile Optimized, at our customer Summit in May Bing Ads noted that only 11% of Bing ads were mobile optimized- a huge miss considering the traffic shares we are observing for search.